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Audi: Augmented Reality Calendar

The first car calendar without cars. Augmented Reality on your iPhone.

Advertising Agency: Neue Digitale / Razorfish, Berlin, Germany
Creative Directors: René Lamberti, Fabian Roser
Concept: Alexander Ardelean, Steffen Stäuber
Art Director: Kathrin Laser
Copywriter: Stephan Deisenhofer
Designers: Bartosz Elsner Florian Uihlein
Interactive Designers: Jens Lembke, Julien Pietri
Programmers: Dennis Hantke, Dirk Tech (Commsult AG)
Production Manager: Dennis Hantke
Technical Developer: Thomas Karg
Technical Director: Paul Schmidt
Animator:David Löhr
Production Company: Commsult AG
Sound Design Company: Powder & Louder HQ Europa, Sebastian Preisendörfer
Printing: Storck Druckerei GmbH & Co. KG
Project Manager: Kristina Klein

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35 comments

bricard's picture
bricard
189 pencils

It's cool to see AR in yet another new area. I liked the A1 idea in February. However, as great, cool, and exciting as this is. Why don't any of the cars move? They added certain effects like the rain, snow, sound of wind and ocean, car starting up, car blinker...but no Audi flying by?

It's not like the person is going to hold the iPhone up to the calendar for 5 minutes and watch the car sit there all the time. Why not have an Audi come creeping up from the distance and go screaming by while leaving a trail of dust and smoke?

velle's picture
velle
1550 pencils

exactly my thoughts - this would have taken the calendar to a whole new level!

Guest's picture
Guest

and why should download this app? and why should i like to have such an effort, if i can go out and get a calender with cars on every picture? it's not realistic at all.

JopyCunior's picture
JopyCunior
170 pencils

you should download the app because:
-you're an audi fan/client/car enthusiast
-you're getting a free calendar by a cool brand like audi
-the app is free
-you're curious because the empty landscapes tease you

maybe you should just have an iPhone :D

Guest's picture
Guest

Yeah I agree, it's a bit of an ask. Ideally iPhone needs to have the ability to display the AR stuff without the app -pull the date down from the web, it's too much of an ask really.

Guest's picture
Guest

I'll second that. Why............

frahor's picture
frahor
14 pencils

I like the idea of switching different images/messages during one month.

Guest's picture
Guest

I think that this is a waste of time and a regalur calender would do it better.

I really dont have time for such gimmicks.

Draper's picture
Draper
183 pencils

Wow!

Guest's picture
Guest

Assuming all Audi drivers have an iPhone, of course?

Guest's picture
Guest

Great idea if your target audience are owners of iphones very interactive. I don't mind downloading the app, I like it. Send me a copy please.

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

I wouldn't take the effort to download the app and I don't think many others would either.

bricard's picture
bricard
189 pencils

Just because you wouldn't, doesn't mean others won't.

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

I know. Can only think for myself though ;-)

Ramezani's picture
Ramezani
315 pencils

nice

JopyCunior's picture
JopyCunior
170 pencils

great use of online and offline media. damn! :)

Guest's picture
Guest

who would ever look at printed calendar through an iphone? So stupid...

p.s. I am an audi fan but would never download the app and then launch it point at printed calendar

Guest's picture
Guest

you can totally tell JopyCunior worked on this..or has some affiliation. this isn't very functional guys, sorry. media FAIL

JopyCunior's picture
JopyCunior
170 pencils

Well, opinions are opinions. Anonymous opinions from Guests are more likely free trolling. Just because I appreciate this work, doesn't mean I have a part in it (this looks more like your way to try to discredit me): I'm not the typical cynical advertising guy that hates whatever isn't his art. Actually I'm more curious about why you're so aggressively against it.
I just said I liked it and motivated my point of view. You didn't. Sounds more like your fail. Sorry.

pez's picture
pez
1718 pencils

Well, what can I say, it doesn't amuse me, but it's ok.. If this is made by a brand I like, and they send it home, and I am free and I know there is a world premiere inside the calendar, maybe I should download the app...

Jolanda's picture
Jolanda
3 pencils

Good but not great.
The only added value for the end users is a wow *first* experience, anything else, but I like AR at all :)
Maybe the app will have other new features in the next future or Audi is testing cross media experience, proximity form the Audi fans/customers and the iPhone owners...
I'm curious about their next move.

alexander_bickov's picture
alexander_bickov
3279 pencils

Brilliant campaign

Guest's picture
Guest

a marvelous waist of time!

AssassinX's picture
AssassinX
1329 pencils

I feel like they were just trying to use AR as AR is quite "stylish".

Anyway, this campaign is good.

cef's picture
cef
547 pencils

Its a nice idea. But does it really works? Do all Audi fans have iphone???
its just fun. and shows to client "how the agency works and creates good things for them". what about the feedback?

Guest's picture
Guest

Hate her nails

Guest's picture
Guest

Good work!

Guest's picture
Guest

wow, i love the animations on the cars!! nice work!

Guest's picture
Guest

Where can you download the app?

Guest's picture
Guest

In the app store......?!

Guest's picture
Guest

не плохо. ещёб вся картинка оживала в айфоне и ракурс меняла.

velle's picture
velle
1550 pencils

it's a freebie - and an invitation to engage in AR, take a leap with us into the future -
even if noone wants to download the app, or has iphone, audi fans would prolly still keep the calendar anyway, or give it away - it'll circulate, build the brand as future-seeing. either way, audi wins.

Guest's picture
Guest

We're experienced Augmented Reality developer

try our Augmented Reality demo here:

http://app.zealion.com/ar1/

http://app.zealion.com/ar2/

http://app.zealion.com/ar3/

(Notice: you should make sure you have a webcam installed first, or you will get some explorer error (especially for IE users))

Want to talk more about the Augmented Reality? send me email: info@zealion.com

also welcome other Augmented Reality developers to share.

dansken's picture
dansken
4 pencils

Wow ...soooo stupid. Why not just print the cars on the calendar? That doens't make any sense. I would never download the app...

shaun1800's picture
shaun1800
291 pencils

Very cool, but not practical

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